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Ad Server Report

Last updated on April 6, 2017

To understand the performance of your direct-sold inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit., run an Ad ServerA complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats. report. You can use the preconfigured report, or configure your own custom Ad Server reports.

You can configure an Ad Server report to show as many or as few columns as needed. To run a custom Ad Server Report, navigate to Reports > My Reports > Create Report > Ad Server Report.

Time zones

You can now select a time zone when configuring an Ad Server report. The time zone defaults to the time zone of your OpenX Ad Server instance, but you can change the time zone on the first step of the Configure Report process, along with setting the date range.

The ability to switch the time zone is only supported for the last three months of historical data. This is because it is dependent on hourly data that is only retained for the last three months, per OpenX's data retention policy.

Date Range and Timezone fields

Metrics

Listed below are the metrics you can include.

Delivery

Metric Description
Paid Impressions The total number of impressions delivered, excluding PSA, house, and companion ads
Impressions Delivered The total number of impressions delivered
Ad Requests The total number of ad requests

Line Item Pacing

Metric Description
% Of Impression GoalThe maximum number of impressions to deliver for a line item in a single day (per day) or over the duration of the line item’s flight (total). When a line item reaches a daily impression goal, it is temporarily ineligible for ad selection. For example, if you set the daily impression goal to 5 and the line item reaches 5 impressions in a single day (e.g., on day 5 of a 20 day flight), then the line item is not available for ad serving for the rest of the day. However, the line item becomes eligible again for ad serving on day 6. When a line item reaches its total impression goal, no matter which day of the flight, it is no longer available for ad serving. Delivered

Percentage of the line itemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery. impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. goal that has been reached

For example, if the impression goal is 1000, and 250 impressions have been delivered, this value would be 25%.

% Of Impression Goal Delivered (Paid)

Percentage of the line item impression goal that has been reached, excluding PSA, house, and companion ads

For example, if the impression goal is 1000, and 240 paid impressions have been delivered, this value would be 24%.

Impressions Remaining Number of impressions remaining before the goal is reached for the line item
% Of Flight Completed

The percentage of the flight duration that has passed

For example, if the flight is set to 10 days and 6 days have passed, this value would be 60%.

Days Remaining in Flight Number of days left until the line item completes its flight (expires).
On Schedule Indicator (OSIOn Schedule Indicator, a metric that indicates the percentage of delivered impressions for a line item relative to the impression goal and the time elapsed in a campaign. It is defined by the following calculation: OSI = impressions-to-date/((impression_goal/(end_date - start_date + 1)) * flight_time-to-date))

Percentage that indicates the pacing of delivery of impressions against flight duration.

For example, 100% indicates on-track pacing; 90% indicates under-pacing.

Revenue

Metric Description
Gross Revenue For ad networks, the total revenue received from buyers.
Net Revenue For ad networks, the revenue received from buyers less the publisherAn account type that represents a business with ad space to sell. share of revenue.
Publisher Revenue For ad networks, the total revenue attributed to the publisher (either their traditional revenue split or minimum CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000).), based on the selected revenue modelThe revenue relationship or deal type established between an ad network and the publishers that they directly manage..
Guaranteed Publisher Revenue For ad networks, the minimum guaranteed revenue attributed to the publisher.
Spend The total spend from the advertiserIn OpenX, an account type that represents a business that runs advertising campaigns to display ads on websites..
Net CPM Net revenue per thousand impressions.
Paid CPM Publisher revenue per thousand impressions.
Gross Combined CPM Gross revenue per thousand impressions.

CTR

Metric Description
Clicks Total number of clicks generated.
Clicks Remaining Number of clicks remaining until reaching a click goal.
CTRClick-through rate, the percentage of impressions that results in a click through. For example if a banner was clicked on 87 times after being shown 1000 times, it would have a CTR or click-through rate of .087 or 8.7% (87/1000 = 0.087×100 = 8.7). Click-through-rate = number of times an ad is clicked/impressions for the ad.

Conversions

Metric Description
Click-Through Conversions Total number of conversions generated from clicking on the selected ads.
View-Through Conversions Total number of conversions generated from viewing the selected ads.
Conversions Generated Total conversions, including both click-through and view-through.
Conversion RateThe percentage of visitors to a website who sign up for advertised offers or buy advertised products. Proven high conversion ratios (via web analytics) add value to a website’s inventory. by Clicks Conversion rate, considering only click-driven conversions.
Conversion Rate by Impressions Conversion rate, considering only ad view-driven conversions.

External Data

Device Category reporting

The Ad Server Report has been updated with Device Category (new field) and breakout of Video Ads in existing Delivery MediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile. to provide more insight into revenue and performance for this specific type of inventory. With this updated report, you can better analyze both your Direct and Exchange business.

In Device Category reporting, "phone" is smart phone, and "text" is any other feature phone or an unknown device.

Visibility of reported data for nested network accounts

Delivery attribute values created in parent network accounts for direct-sold orders are visible to users in child network accounts when they are viewing reporting Filter values during report configuration, and in the returned report data. These delivery attributes include Demand PartnerA company which purchases ad inventory on OpenX Ad Exchange., Order, Line Item, and Ad attributes. The recommended best practice is to not create nested network accounts and instead create a separate network account if there are specific data visibility requirements.

Note that Publisher Accounts do not have access to Order, Line Item, and Ad Attributes.

Exchange revenue in Ad Server reports

If you have revenue from the OpenX Ad Exchange, this will show up in the Ad Server report as coming from the Sales Channel "Real-time BuyerA company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange.." Since Ad Exchange revenue is not associated with Ad Server orders, line items, or ads, any such attributes in the report will display the value "N/A." The following attributes report as "N/A" when the inventory was sold to real-time buyers.

  • All Order attributes will report as "N/A":
    • Order Name
    • Order ID
    • Order Start Date
    • Order End Date
  • All Line Item attributes will report as "N/A", such as:
    • Line Item Name
    • Line Item ID
    • Line Item Start Date
    • Line Item End Date
    • All other attributes for Line Items
  • All Ad attributes will report as "N/A":
    • Ad Name
    • Ad ID
    • Ad Type

This topic applies to Ad Server. This topic applies to SSP. Most SSP activities are completed by OpenX.

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